A concise, detailed history of Rolex--one of the most coveted brands in the world With a collection of partly sporty and partly elegant three-hand watches, an iconic chronograph, and some interesting complications, Rolex has been setting the standard for the Swiss watch industry for more than 60 years. This photo-filled and information-packed volume pays tribute to this sought-after brand and what makes Rolex so special: the outstanding features of perfection. A professional team of authors, led by editor in chief and watch expert Peter Braun, has created a comprehensive and exciting portrait of this coveted luxury brand. From the Rolex company history to an examination of its sports watches, tool watches, and complication watches, this book provides deep insights into the production of the largest Swiss watch manufacturer. CONTENTS Introduction 3 The History of the Rolex Brand At the Sign of the Crown 6 Robust, Waterproof, Self-Winding Automatic The Long Way to an Elegant Sports Watch 14 Key to Success: Rolex Tool Watches The New Submariner 22 The History of the Diving Watch 26 Air-King: The King Is Back 30 Sea-Dweller: Pioneering Achievement 32 GMT-Master II: Pepsi for the People 38 Another Hand or Two: Rolex Watches with Complications Daytona: Perfect Timing 44 Yacht-Master: Countdown for the Advanced 52 Sky-Dweller: For Aviators and High Flyers 56 Cellini: The Moon, at the Sign of the Crown 60 The Inner Workings of Luxury Watch Manufacturer Rolex The Coronation 64 Headquarters at Geneva's Les Acacias 67 Manufacturing Watch Movements in Biel 70 Cases and Bracelets from Plan-les-Ouates 72 Dials and Ceramics from Chêne-Bourg 74 The Ten Outstanding Features of a Rolex The Ideal of Perfection 76 The New Generation of Calibers A New Era in Reckoning Time 86 The Current Self-Winding Movements 90 Catalog The Most-Beautiful Classic Rolex Models 98 The Models of the Current Rolex Collection 110.